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微博已经成为企业社会化营销的重要工具,也给企业的品牌关系管理提出了新的挑战。作者在新浪的企业微博上收集了66家代表性企业的主帖(1395条)和跟帖(5959条)并反复研究,采用扎根理论,构建了企业微博互动策略对消费者品牌关系的影响机制的模型,并进行了理论饱和度检验。研究结果表明:1)企业的微博互动策略有两种:社会性互动和任务导向型互动;2)企业的微博互动策略会影响消费者的品牌情感和品牌认知并最终影响消费者品牌关系。其中消费者的品牌情感主要包括愉悦情感和唤起情感,品牌认知包括品牌感知质量、关联性感知和共鸣;3)在消费者知识、行业和品牌知名度不同的情况下,上述影响机制存在差异。
Microblogging has become an important tool for corporate social marketing, but also to the brand management of enterprises has presented new challenges. The author collected the main posts (1395 articles) and posts (5959 articles) of 66 representative enterprises on Sina Weibo and studied them repeatedly. Based on the grounded theory, the author constructed the relationship between the enterprise microblogging interaction strategies and consumer brand Affect the mechanism of the model, and conducted a theoretical saturation test. The results show that: 1) There are two kinds of interactive strategy of microblogging in enterprises: social interaction and task-oriented interaction; 2) interactive strategy of microblogging of enterprises will affect consumer’s brand emotion and brand awareness and ultimately affect consumer brand relationship. Among them, consumer’s brand emotion mainly includes pleasing emotion and evoking emotion. Brand cognition includes brand perceived quality, associative perception and resonance. 3) There are differences in the above-mentioned influencing mechanisms in different knowledge, industry and brand awareness of consumers.